Sol launched the Sun as their new ambassador at the end of 2018, with messaging centred around sunshine. However, anyone living in Gauteng knows, it is not always sunny during our Highveld summers. How do you keep a brand positioning based on sunshine relevant when the suns not out?
To stay relevant, we would match the appropriate brand messaging to key weather triggers and maintain the brand’s positive tonality (inspired by the sun).
Utilizing Liveposter (our proprietary agency tool), we were able to schedule multiple creative assets that would allow for multiple digital Roadside billboards (across multiple networks) to be updated in real-time, based on a set of criteria.
Creative assets were prepared for all possible weather conditions: Sunny, Rainy & Cloudy. These assets were triggered, based on the weather at each roadside digital screens’ location. The Dark Sky weather API enabled Liveposter to determine the weather in key locations mapped to the individual roadside sites. The weather-based creative ran during the day, in the evenings the generic content was served across all screens.
During the campaign, our weather triggered assets flighted across 15 digital screens, with an approximate daily traffic count of 626,239. This campaign served as a proof of concept for the feasibility of Dynamic Creative Optimization, outside of the online environment.
About the Campaign
Summer months in South Africa are sunny but prone to scattered afternoon thundershowers.
As part of our OOH campaign roll-out, we incorporated multiple roadside digital screens owned by various media owners in key locations. Digital roadside allowed for real-time based update of creative based triggers, in this case, weather.
DENTSU CREATIVE SA: 1st For Women Safety
DENTSU CREATIVE was briefed to entrench 1st for Women's “fearless” positioning and developed a campaign that highlights how FFW is the only insurance brand that fights for women’s safety. Becaus...
iProspect SA: MultiChoice teams up with Udemy
In a move to empower customers across the continent with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online le...
iProspect SA: The SuperSport App Experience
iProspect was tasked to launch the impressive SuperSport app experience to eagerly awaiting African audiences. They embarked on a launch strategy to target their key regions of South Africa, Nig...
Red Star SA: SOL - Taste the Sun
After Sol launched the Sun as their ‘brand ambassador’, digital out-of-home creative was updated in real-time with appropriate brand messaging, triggered by key weather changes.
iProspect SA: You Belong; The Fragrance by Brutal Fruit
This is a story of differentiation, to showcase Brutal Fruit as a brand of distinction, by delivering deeper brand meaning & value.
Brutal Fruit chose to dial up their sophistication ...
iProspect SA: Santam TV Integration into Kings of Joburg
Where Content and Technology powerfully intersect, this is where we connect.
In a first for South Africa, we plugged Santam into the critically acclaimed Netflix original TV series, crea...
Carat SA : Absa Snapchat Artificial Reality Game
A bespoke Snapchat game designed to demonstrate how Absa makes your money go further by teaching younger consumers the value of good banking practices.
Carat SA: NIVEA Perfect & Radiant #RoutineRoutine
NIVEA joined forces with award-winning musician, Sho Madjozi to create a truly interactive participation platform that created authentic, two-way communication between the brand and their younge...
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
DENTSU CREATIVE SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, DENTSU CREATIVE SA created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festi...
DENTSU CREATIVE SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
DENTSU CREATIVE SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
DENTSU CREATIVE SA: Wimpy Grill Up Fill Up Promotion
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emergin...
DENTSU CREATIVE SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
DENTSU CREATIVE SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign